Archive for the ‘nonprofit’ tag

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

“While fundraising ranked as the No. 1 content marketing goal among nonprofit professionals polled in August 2013, cited by 79%, it fell far down the list this year, topped by brand recognition and customer-focused goals.”

“Forced brevity tends to help create clarity, because you can’t stuff a corporate mission statement filled with jargon and meaningless words into 140 characters. Forced brevity can help to distill out what your company’s true mission and vision are.”

“Brand Storylines shift the customer experience and plant the seeds of a relationship, because they start with a conversation. The conversation opens things up. They let you share ideas and engage your market in a dialogue. And they let you have conversations with purpose — conversations clearly linked with your brand.”

“So, it seems that the gender comparison not only depends on the category, but the region also. It’s also worth noting that in each country, for each gender, and for each category, a majority described themselves as being open to alternative brands rather than being loyal to specific brands. The study’s authors note that ‘In some categories, openness to alternative brands is shaped by the fact that many feel there are no trusted brands already in the category.’ So there’s that…”

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

“But this market, as it’s evolving, is not just a game of ‘Capture the Firehose’; it’s about taking this enormously complex, rich and challenging data set and turning it into insight that can be used to suggest trends that real people in real organizations can act on. It’s not about the firehose; it’s not even about the water. It’s about the fires the water can put out, and the things it can cause to grow.”

“Through a commitment to storytelling, beautiful design, broadcasting a unique value proposition, putting donors at the center of their strategy, and creating highly sharable content, the nonprofit has built a brand that incites the kind of loyalty, excitement, and inspiration most companies dream of.”

“Tumblr needs to be considered for every brand’s picture-perfect content marketing strategy in 2014. With native buying behavior focusing on the visual experience, brands need to be presenting their story at the multitude of customer touchpoints. This content consumption behavior demands that brands evolve into a curator and syndicator of their content assets on visual and graphical platforms like Tumblr, Instagram and Pinterest.”

“And assistance doesn’t only need to be fast — it also needs to be direct and personal. The survey revealed that 69% of consumers are more likely to be loyal to a brand that provides live, human assistance at critical moments, and 82% say their perception of a brand improves when live chat is available.”

“In real time, the Out-Loud Voice litmus test it is a quick affirmation that could be the last check before something is posted online. And let’s be honest, what you post on social as a brand is very much out loud even if it is only written word. And without a doubt, most branded social media gaffes could have been prevented with this test.”

“Along the way, I’ve also learned that pushing for social adoption because of technology misses the point of change. The true catalyst isn’t whatever the latest trend in social media is this week. That’s reactive and almost impossible to leapfrog. The truth is that change is fueled by the affect that social media, mobile, and other forms of disruptive technologies have on customer behavior. Whether it’s B2B, B2C, B2B2C, or whatever model you prefer, as long as we’re talking about connected human beings, you can bet that social and digital in general are influencing discovery, decision-making, and impressions in every moment of truth.”

“Ultimately, the results of a social media marketing audit should reconcile the difference between the current situation and where the brand social media efforts need to be. Just like the other online marketing audits companies will perform, a social media audit is not a “one and done” situation. They should be repeated periodically as part of being accountable for the social media investment.”

“Who invented social media? It wasn’t the founders of Facebook, or Twitter, or even MySpace or Friendster. Social media—the exchange of media within networks of friends and acquaintances—is much older than the Internet. A social-media environment requires two things: a certain level of literacy, and the ability to copy and deliver information cheaply and quickly. This combination first arose in the late Roman republic of the 1st century BC, more than 2,000 years ago.”

“TweetReach: Do you feel the approach or reliance on social platforms is different for a nonprofit organization? What would you recommend to one that is just starting on their social strategy, or is uncertain of how to even begin?

Beverly Robertson: Social Media is critical not only for delivering mission messaging, but in introducing the organization to a new audience, as well as keeping track of what people are saying about you and your mission. It also is critical to take the opportunity to thank your donors and volunteers publicly for all of their hard work and support. I cannot tell you what a tremendous response we get for doing that. My recommendation is jump in, but listen before you speak.”

If you’re a nonprofit who would like to get more out of social media, here are some tips to get started on Twitter:

Listen before you speak: see what other non-profits have to say in their Twitter profiles and down their timelines before you jump into tweeting.

Listening to other accounts can give you a good idea of etiquette and basic interactions, but be sure to use your organization’s voice and be human

If someone is spreading misinformation about your organization on Twitter, you have options:

a. Address them and gently correct the information, sharing a link for them/those following the conversation to read more

b. Send out a tweet from your own account that does not directly address the account spreading the misinformation, but corrects it Either way, try to avoid getting into a verbal battle with someone on Twitter. Neither party ever looks good.

Take major issues offline: if someone comes to you on Twitter with a big problem, make sure you’re mutually following one another and then DM an email address where a deeper discussion can take place

Check for hashtags related to your cause and monitor them; this is one way to track what’s being said about your organization

If there aren’t any obvious ones, create a hashtag and start using it. Encourage your supporters to pick it up as well.

Regularly monitor search results for the name of your organization, both the version you have for Twitter (such as @marchofdimes) and any iterations of the name without the handle: March of Dimes, MoD, etc. (Use Twitter’s search, create columns in TweetDeck and even run a free snapshot report with us.)

Consider hosting a tweet chat. Those interested in supporting your cause could find you through another’s timeline or the chat hashtag, and will have a chance to interact with and follow you, as well as ask questions.

Finally, be sure you have easy-to-find, working social buttons on your website! Supporters won’t know where to find you if you don’t tell them.

About TweetReach

TweetReach is brought to you by Union Metrics. We focus on delivering powerful social analytics that enable marketers to measure and improve their social media campaigns. We provide analytics across Twitter, Instagram and Tumblr.

Here on our TweetReach blog, we share our favorite Twitter tactics and strategies, as well as company announcements and events.